After five years of growing strong, Sprout Social’s visual identity was in need of an update that better reflected the social media management platform’s versatile yet streamlined user experience. I joined the design team in 2014 and led an extensive exploration of our brand identity. Months of collaborative research and iteration resulted in a brand new logomark, supporting iconography, a refreshed color palette, and a comprehensive style guide. The new mark pays homage to the original Sprout leaf but now incorporates nods to Sprout’s core features as a tool for social engagement and publishing. I also worked with our content team to develop and author our Tone of Voice and Grammar & Style guidelines.
Read more about the branding efforts on Sprout’s blog.